Remember, this isn’t a numbers
game. Your goal isn’t to get the most likes, shares, and comments. Your goal is to target and convert the right people, not the most people, with content they will love. 13 bn.

HOW TO DEAL When it
comes to impressions, think quality over quantity. 100 people who care about your brand are better than 1,000,000 people who don’t. On that note, make it a point to know what your ideal prospects actually do care about. In your ads, talk to them about these things! For example, create ads that amuse and entertain, pull on the heartstrings, or solve a problem. 14 bn. Most importantly, talk like a human, not a corporation. Finally, if you can’t beat the kittens, join them!

The average gold fish has
an attention span of 9 SECONDS.* My brain weighs less than a gram, and I can still focus better than you! 17 bn. *SOURCE: HTTP://WWW.STATISTICBRAIN.COM/ATTENTION-SPAN-STATISTICS/

While you can’t change this
trend, you can take advantage of it with your social media marketing. AND NO, WE DON’T MEAN CLICKBAIT. You can create content that’s both highquality and high-impact. 18 bn.

HOW TO DEAL Use short-form
video, especially in the Facebook News Feed. Better yet, develop a series of short-form videos to tell a story in brief doses. Use striking, high-res images that your target audiences will want to click. Keep ad copy short and include an irresistible call to action. 19 bn. Questions, provocative headlines, and hashtags are all proven ways to get people to click. Spread an integrated message to the same target audience across all your social media channels. Someone who first sees your ad on Facebook might click it later on Twitter.

If you advertise on TV,
more than half of your audience is using smart phones or tablets when your commercial airs, primarily to interact with social media.* Why not show your ad on Facebook at the same time? 22 bn. *SOURCE: HTTP://WWW.ACCENTURE.COM/US-EN/PAGES/INSIGHTACN-VIDEO-OVER-INTERNET-CONSUMER-SURVEY-2013.ASPX

HOW TO DEAL Synchronize your
TV ads with your Facebook ads. In your ad copy, leverage existing social media conversations to your advantage (this works best with popular shows). Optimize paid and organic social content for mobile – that means big, bold images and succinct copy. 24 bn. Create advertisements that direct users from one screen (TV or desktop) to another (mobile or tablet). Example: Use a TV advertisement to promote your mobile app, while simultaneously airing an app install ad on Facebook.

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